U.S. patent application number 12/692016 was filed with the patent office on 2010-08-12 for display fixture build and mapping system and method and related product sales information system and method.
This patent application is currently assigned to J&J PACKAGING CO.. Invention is credited to William E. Morgan.
Application Number | 20100200657 12/692016 |
Document ID | / |
Family ID | 42539595 |
Filed Date | 2010-08-12 |
United States Patent
Application |
20100200657 |
Kind Code |
A1 |
Morgan; William E. |
August 12, 2010 |
DISPLAY FIXTURE BUILD AND MAPPING SYSTEM AND METHOD AND RELATED
PRODUCT SALES INFORMATION SYSTEM AND METHOD
Abstract
A method of building and mapping a product display, the method
involves the steps of: (a) utilizing a product display unit having
multiple product holding locations, each product holding location
for receiving multiple products for display; (b) assigning a parent
identification data to the product display unit; (c) for each
product holding location, utilizing unique item identification data
for at least one product loaded into the product holding location,
and linking the unique item identification data to data identifying
product type; and (d) storing each unique item identification data
and its associated data identifying product type in association
with the parent identification data and data identifying the
product holding location into which the product is loaded to create
a data map of the product display unit and products loaded into the
product holding locations of the product display unit.
Inventors: |
Morgan; William E.;
(Guilford, IN) |
Correspondence
Address: |
THOMPSON HINE L.L.P.;Intellectual Property Group
P.O. BOX 8801
DAYTON
OH
45401-8801
US
|
Assignee: |
J&J PACKAGING CO.
Sunman
IN
|
Family ID: |
42539595 |
Appl. No.: |
12/692016 |
Filed: |
January 22, 2010 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
61151650 |
Feb 11, 2009 |
|
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Current U.S.
Class: |
235/383 |
Current CPC
Class: |
A47F 10/00 20130101;
G06Q 30/02 20130101 |
Class at
Publication: |
235/383 |
International
Class: |
G06K 15/00 20060101
G06K015/00 |
Claims
1. A method of building and mapping a product display, the method
comprising the steps of: (a) utilizing a product display unit
having multiple product holding locations, each product holding
location for receiving multiple products for display; (b) assigning
a parent identification data to the product display unit; (c) for
each product holding location, utilizing unique item identification
data for at least one product loaded into the product holding
location, and linking the unique item identification data to data
identifying product type; and (d) storing each unique item
identification data and its associated data identifying product
type in association with the parent identification data and data
identifying the product holding location into which the product is
loaded to create a data map of the product display unit and
products loaded into the product holding locations of the product
display unit.
2. The method of claim 1 wherein each unique item identification
data is pre-established on packaging of the product and is read
using a scanning mechanism.
3. The method of claim 1 wherein each unique item identification
data is established via a computer and printed on a corresponding
label that is applied to packaging of the product before loading of
the product into the product holding location.
4. The method of claim 3 wherein each unique item identification
data is printed in the form of a bar code on its corresponding
label and each corresponding label is applied over an existing bar
code on packaging of the product.
5. The method of claim 3 wherein the labels are printed and applied
at a manufacturing facility, once the product display unit is fully
loaded with product it is shipped to a retail location for use.
6. The method of claim 5 wherein once the product display unit is
fully loaded with product it is placed in a shipping package, and
information is applied to the shipping package, the information
including the parent identification data of the product display
unit and each unique item identification data associated with
product loaded therein.
7. The method of claim 5 wherein the retail location to which the
product display unit is being shipped is stored in association with
the data map of the product display unit for tracking purposes.
8. The method of claim 3 where the labels are printed and linked
with the parent identification data at a first location, shipped in
the form of a kit to a second location at which the product display
unit is to be loaded with product, and the labels are applied to
product packaging at the second location.
9. The method of claim 8 wherein the second location is one of: (i)
a product display manufacture and build location, once the product
display unit is fully loaded with product it is shipped from the
second location to a retail location for use, or (ii) a retail
location and product is loaded onto the product display unit at the
retail location.
10. The method of claim 1 wherein in step (c) for each product
holding location, the identifying and linking steps are performed
for multiple products loaded into the product holding location.
11. The method of claim 1 wherein in step (c) for each product
holding location, the identifying and linking steps are performed
for all products loaded into the product holding location.
12. A pre-loaded product display for shipment to a retail location,
comprising: a product display unit having multiple product holding
locations, the product display unit having assigned parent
identification data, each product holding location having multiple
items of product loaded therein, at least two items of product in
each product holding location having respective unique item
identification data thereon, where each unique item identification
data is linked in a database to each of data identifying product
type, data identifying the product holding location and the parent
identification data to create a data map of the product display
unit; and a shipping package in which the product display unit is
loaded, the shipping package including identifying information
thereon including the parent identification data of the product
display unit and each unique item identification data associated
with product loaded therein.
13. The pre-loaded product display of claim 12 wherein each unique
item identification data is in the form of one of a scannable bar
code, a readable magnetic stripe or a detectable RFID code.
14. The pre-loaded product display of claim 12 wherein the shipping
package includes identifying information thereon designating a
specific department or location within the retail location where
the product display should be placed, and wherein the specific
department of location is linked with the data map in the database
for tracking purposes.
15. A computerized system for tracking product sales from product
display units that each have multiple product holding locations,
the system comprising: a database of product maps, each product map
defined at least in part by: a parent identification data assigned
to a single product display unit; multiple instances of unique item
identification data, each unique item identification data linked
with a single product package loaded into the single product
display unit; each instance of unique item identification data
linked to each of the parent identification data, data identifying
product type for the single product package and data identifying
the product holding location into which the single product package
is loaded.
16. The system of claim 15, further comprising: a communications
interface for receiving electronic data indicative of product
having been sold, the electronic data including the unique item
identification data associated with the product that was sold;
product map update code for identifying the product data map
associated with the unique item identification data and updating
the product map to reflect that the product is no longer loaded on
the single product display unit associated with the product
map.
17. The system of claim 15, further comprising: a communications
interface for receiving electronic data indicative of products
having been sold, the electronic data including the unique item
identification data associated with products that were sold and
respective dates of sale; product sales tracking code for tracking
product sales from each product display unit based upon receipt of
the electronic data indicative of products having been sold.
18. The system of claim 17 wherein the product sales tracking code
is configured to generate sales reporting data in multiple formats,
including at least one or more of: total sales from a given product
display unit, either within a set time frame or cumulative; total
sales from product display units at a given retail location; sales
from individual product display units that are all located at a
same retail location; sales based upon product type; comparative
sales of different product types from a common type of product
display unit; total sales from a specific retail chain or retail
store type; total sales for a common type of product display unit;
sales by product location for a common type of product display
unit; or comparative sales by store department placement for a
common type of product display unit.
19. The system of claim 17 wherein each product map is identified
with a single product manufacturer, the system further comprising:
a server for providing product manufacturers Internet-based access
to product sales data, the server configured to: permit login of a
product manufacturer utilizing distinct manufacturer identification
data; based upon the distinct manufacturer identification data,
limit access to product sales data only to product sales data
associated with product maps identified with the product
manufacturer.
20. The system of claim 17 wherein each product map is identified
with a specific product manufacturer, upon the occurrence of a
specified event relating to sales of product associated with a
given product map, the product sales tracking code is configured to
send an electronic message to the specific product manufacturer
identified with the product map.
21. The system of claim 20 wherein the specified event identifies
that one or more products loaded into the product display unit
associated with the given product map have been exhausted so that
the specific product manufacturer is alerted to a need to reload
the product display.
22. The system of claim 20 wherein the specified event identifies
that product sales for products loaded into the product display
unit associated with the given product map reflect that the product
display unit likely has not been properly located.
23. The system of claim 17 wherein the product sales tracking code
is configured to evaluate product mix for a given type of product
display unit based upon actual product sales from the given type of
product display unit, including automatically identifying at least
one of (i) a product type that is overstocked on the given type of
product display unit or (ii) a product type that is overstocked on
the given type of product display unit.
24. The system of claim 17 wherein the product sales tracking code
is configured to provide comparative sales data for (i) sales of a
given product type from product display units and (ii) sales of the
given product type from standard store shelf display.
25. A method for selling product on a promotional basis at a retail
store, the method comprising: (a) placing a product display unit at
the retail store, the product display unit having multiple product
holding locations, the product display unit having assigned parent
identification data, each product holding location having multiple
items of product loaded therein, multiple items of product in each
product holding location having respective unique item
identification data thereon, where each unique item identification
data is linked in a database to each of data identifying product
type, data identifying the product holding location and the parent
identification data to create a data map of the product display
unit; (b) tracking product sales from the product display unit
based upon scanning of the unique item identification data during
product sale.
26. The method of claim 25, further comprising: (c) comparing
tracked product sales data for the product display unit to specific
sales performance data; and (d) based upon the comparison made in
step (c), establishing a promotional payment amount to be made to
the retail store.
27. The method of claim 26 wherein the specific sales performance
data comprises historical sales performance data for products
loaded into product display units that are of the same type as the
product display unit.
28. The method of claim 26 wherein the specific sales performance
data comprises multiple sales target levels, each sales target
level having a set promotional payment amount associated therewith,
in step (c) a sales target level achieved for the product display
unit is identified, in step (d) the promotional payment amount is
established to be the set promotional payment amount associated
with the achieved sales target level.
29. The method of claim 25, further comprising: identifying a
location of the retail store; upon occurrence of a specified event
relating to product sales for the location, implementing a price
change for products of the product display unit through use of each
unique item identification data associated with the product display
unit.
30. The method of claim 29 wherein the specified event is
occurrence or nonoccurrence of a weather event, and the price
change is implemented by transmitting updated price information to
the retail store.
Description
CROSS-REFERENCES
[0001] This application claims the benefit of U.S. Provisional
Application Ser, No. 61/151,650, filed Feb. 11, 2009, the entirety
of which is incorporated herein by reference.
TECHNICAL FIELD
[0002] The present invention relates generally to product displays
utilized in the retail environment and, more particularly, to a
promotional product display fixtures build and mapping system that
facilitates product tracking.
BACKGROUND
[0003] Product manufacturers continually evaluate how to increase
product sales at retail locations (e.g., supermarkets, groceries,
department stores, club stores, discount stores, convenience
stores, mass merchants, home goods stores and specialty stores) in
order to increase market share and/or revenue. It is generally
known that one way to increase product sales is through the use of
in-store promotional product display units that are configured and
positioned to highlight products to customers in the store (e.g.,
end-cap type product display units or check-out line product
display units). Often times product manufacturers actually pay
retailers, or provide retailers with promotional pricing that will
enable higher retailer profits, for placing such promotional
product display units in the store. However, there is current no
convenient technique for evaluating the effectiveness of such
promotional product display units or for monitoring whether
retailers are properly using or placing such promotional product
display units.
[0004] It would be desirable to provide a method and system useful
in connection with promotional product display units for tracking
and evaluating product sales and better understanding the
effectiveness of promotional product display units.
SUMMARY
[0005] In one aspect, a method of building and mapping a product
display, the method involves the steps of: (a) utilizing a product
display unit having multiple product holding locations, each
product holding location for receiving multiple products for
display; (b) assigning a parent identification data to the product
display unit; (c) for each product holding location, utilizing
unique item identification data for at least one product loaded
into the product holding location, and linking the unique item
identification data to data identifying product type; and (d)
storing each unique item identification data and its associated
data identifying product type in association with the parent
identification data and data identifying the product holding
location into which the product is loaded to create a data map of
the product display unit and products loaded into the product
holding locations of the product display unit.
[0006] In another aspect, a pre-loaded product display for shipment
to a retail location is provided and includes a product display
unit having multiple product holding locations, the product display
unit having assigned parent identification data, each product
holding location having multiple items of product loaded therein,
at least two items of product in each product holding location
having respective unique item identification data thereon, where
each unique item identification data is linked in a database to
each of data identifying product type, data identifying the product
holding location and the parent identification data to create a
data map of the product display unit; and a shipping package in
which the product display unit is loaded, the shipping package
including identifying information thereon including the parent
identification data of the product display unit and each unique
item identification data associated with product loaded
therein.
[0007] In a further aspect, a computerized system for tracking
product sales from product display units that each have multiple
product holding locations is provided. The system includes a
database of product maps, each product map defined at least in part
by: a parent identification data assigned to a single product
display unit; multiple instances of unique item identification
data, each unique item identification data linked with a single
product package loaded into the single product display unit; each
instance of unique item identification data linked to each of the
parent identification data, data identifying product type for the
single product package and data identifying the product holding
location into which the single product package is loaded.
[0008] In yet another aspect, a method for selling product on a
promotional basis at a retail store involves: (a) placing a product
display unit at the retail store, the product display unit having
multiple product holding locations, the product display unit having
assigned parent identification data, each product holding location
having multiple items of product loaded therein, multiple items of
product in each product holding location having respective unique
item identification data thereon, where each unique item
identification data is linked in a database to each of data
identifying product type, data identifying the product holding
location and the parent identification data to create a data map of
the product display unit; and (b) tracking product sales from the
product display unit based upon scanning of the unique item
identification data during product sale.
[0009] The inventive aspects may provide certain advantages over
current systems and methods, such as attaining better display unit
compliance (e.g., assuring that retailers give promotional product
display units proper floor space); providing performance based
goals and rewards to retailers based upon sales performance from
product display units; providing insight into product sales that
will enable improvement and more effective allocation of
promotional display unit efforts; providing specific, detailed
information on display unit performance; providing enhanced
opportunities for timely and effective couponing, special offers
and loyalty program incentives based upon sales of products from
promotional product display units; and providing traceability for
each item loaded into a product display unit, enabling fast
corrective action should a product recall or change be
necessary.
[0010] The details of one or more embodiments are set forth in the
accompanying drawings and the description below. Other features,
objects, and advantages will be apparent from the description and
drawings, and from the claims.
BRIEF DESCRIPTION OF DRAWINGS
[0011] FIG. 1 is a high level system diagram;
[0012] FIG. 2 represents a product display unit mapping
operation;
[0013] FIG. 3 is a schematic representation of a line for product
display unit build and mapping;
[0014] FIG. 4 is a system diagram relating to sales tracking and
reporting;
[0015] FIG. 5 is an exemplary data table relating to product
sales;
[0016] FIG. 6 is an exemplary data graph relating to product sales;
and
[0017] FIG. 7 is another exemplary data graph relating to product
sales.
DETAILED DESCRIPTION
[0018] Referring to FIG. 1, a high level representation of a method
and system for promotional product display units is shown.
Generally, a step of building and mapping product display units
into a database is shown by elements 10 and 12, where element 10 is
a graphic representation of a product display unit having multiple
product holding locations 14, and element 12 represents a
computerized database of stored product maps for product display
units. Product display units 10 are located at retail locations 16
where the products can be sold and unique codes associated the
products loaded into the product holding locations of the product
display units can be identified at the time of sale and stored in a
database 18. A computerized system 20 for tracking and evaluating
product sales from product display units 10 receives both the
product map data and the product sales data so that sales from
individual product display units can be examined and evaluated. A
third party computer system 22 represents the location where
various post-sale activities occur such as product activation
(e.g., in the case of gift cards or calling cards) or generation of
coupons or special offers tied to the product sales.
[0019] Turning now to FIGS. 2-3, an exemplary description of the
product display unit and mapping operation is provided, where the
build and map operation takes place at a manufacturing facility and
once the build and map operation is completed the fully loaded
product display unit is then shipped to a retail location for use.
Specifically, a product display unit 10 having multiple product
holding locations 14 is used, where each product holding location
is typically configured for receiving multiple products for
display. By way of example, the product display unit may be of
paperboard, corrugated board or plastic component construction, but
variations are possible. A supply 30 of unassembled product display
units may be located at the start of a production line 32, and the
units may be assembled and placed on a conveying line 34 (e.g., a
rolling surface) and moved downstream toward one or more product
loading locations 36.
[0020] A unique parent identification data 40 (e.g., an
alphanumeric identifier) is assigned to each product display unit
10. A computer system 42 may be used to assign the parent
identification data. For example, the computer system may enable
the operator to select (e.g., using a graphical user interface)
from a number of different product display unit types to be loaded
with product, and one the operator selects the product display unit
type, the computer automatically assigns the parent identification
data 40 to the unit. The computer system 42 may include an
associated label printer 44 and scanner 46 (e.g., bar code, RFID or
magnetic stripe scanner). In this regard, if desired, when the
computer system assigns the parent identification data 40 a label
incorporating that data (e.g., showing the actual parent # and/or
incorporating that parent # into a printed bar code, or
incorporating the parent # into an RFID tag on the label) may be
automatically printed and the operator may apply the label to the
product display unit to be loaded (e.g., typically on the back or
bottom of the unit). A database stores the parent identification
data 40 in association with data identifying the type for the
product display unit 10, including number of product holding
locations 14a-14f (in this case six) and location of each specific
product holding location (e.g., location 14a is first row-first
column, location 14b is second row-first column, etc.).
[0021] Next, for each product holding location, unique item
identification data (e.g., a child # represented by 48, 48' and
48'' and 50, 50' and 50'') is identified or assigned at least one
product, and preferably all products, loaded into the product
holding location, and linking the unique item identification data
to data identifying product type.
[0022] In one example, where the product is a calling card or gift
card, unique identification data may already be incorporated into
the packaging of the product (e.g., a single gift card has an
associated unique number (e.g., in the form of a bar code on the
package) for activation purposes, or a multi-pack gift card package
may have a unique number (e.g., in the form of a bar code on the
package) for activation purposes, where the unique package number
is linked to or incorporates each unique card #). In such examples,
the unique item identification data may be scanned using the
scanner 46.
[0023] In another example, for more traditional products (e.g.,
batteries or some other actual product) the product packaging may
include a universal number that identifies the product but that
does not distinguish one instance of the product from another
(e.g., a common UPC bar code number is placed on all products of
the same type). For example, all packages of 4 AAA batteries of the
same brand and package type will include a common UPC bar code,
while all packages of 8 AAA batteries of the same brand and package
type will include a common UPC bar code that is different than that
of 4 pack). In these latter instances, it will typically be
necessary for the computer system to assign the unique
identification data to each instance of product being loaded. This
process may be achieved by first scanning the UPC of the product
package, the computer system responds by assigning unique item
identification data for that package and printing a label
incorporating the unique item identification data (e.g., in the
form of a bar code), which label the operator then applies directly
to the package. In most instances the label is applied to the
package such that the label bar code overlies the original package
UPC bar code, and the unique item identification data is a unique
alphanumeric sequence that is based upon and/or incorporated the
retail UPC bar code number, but variations are possible.
[0024] Each unique item identification data, whether assigned or
scanned, and its associated data identifying product type (e.g.,
the UPC number and/or SKU) is stored in the database 45 in
association with the parent identification data 40 for the product
display unit and data identifying the product holding location into
which the product is loaded to create a data map of the product
display unit and products loaded into the product holding locations
of the product display unit. In this regard, the computer system 42
may provide the operator a graphical user interface that enables
the operator to do an on-screen selection of which product holding
location is being loaded during the process of scanning or
assigning the unique item identification data to each product
package. Typically, for a given product holding location multiple
instances of the same product type are loaded into the product
holding location.
[0025] For example, product type 52 may be loaded into one product
holding location and product type 54 may be loaded into another
product holding location. In this regard, a single loading station
with a single computer system 42 may be used to load the multiple
product types or, alternatively, additional computer systems may be
provided, one for each type of product to be loaded. Moreover,
although the above description focuses on operator involvement in
the product loading process, it is recognized that fully automated
systems could be developed.
[0026] Once a product display unit is fully loaded with product
that has been mapped, the unit can be placed within a shipping
package 60 for shipping to a retail location. In this regard, the
shipping package includes identifying information thereon including
the parent identification data 40 of the product display unit and
each unique item identification data 48, 50 associated with product
loaded in the product display unit. For example, this information
may be printed on a label 62 by a downstream computer system 64.
The parent data and unique item identification data may be printed
in alphanumeric form and/or bar code form. Moreover, the shipping
package 60 may include identifying information thereon designating
a retail location and specific department or location within the
retail location where the product display should be placed. In such
instances, this additional information may be linked with the data
map in the database for tracking purposes.
[0027] With respect to the data maps that are produced for product
display units, it is preferred, though not required, that the data
map include a graphical image showing the general configuration of
the product display unit and the product holding locations on the
product display unit (e.g., per the representation shown in FIG.
2). When a product map is retrieved from the database the database
program may permit a user to, for example, select each of the
product holding locations so that the unique item identification
data for products in the selected product holding location are
shown on the computer screen along with general information
regarding the product. By way of example only, the following data,
shown in hierarchical arrangement, may be incorporated into a
product data map, where the exemplary product display unit includes
only three product holding locations and each location holds only
two products, for simplicity.
TABLE-US-00001 Exemplary Product Display Unit Data Map Parent #
Retail Store Data Store Department Display Unit Type Data Graphical
Image Data Manufacturer Data Product Holding Location 1 Location
Data (i.e., location on the display unit) Unique Item # Associated
UPC # and data Unique Item # Associated UPC # and data Product
Holding Location 2 Location Data (i.e., location on the display
unit) Unique Item # Associated UPC # and data Unique Item #
Associated UPC # and data Product Holding Location 3 Location Data
(i.e., location on the display unit) Unique Item # Associated UPC #
and data Unique Item # Associated UPC # and data
[0028] Although the above product build and map process is
described with reference to the build and map operation taking
place in a manufacturing facility, it is recognized that variations
are possible. For example, for a product display unit build at the
actual retail location, a portable computer system with scanner and
label printer may be provided. Alternatively, a set or kit of
labels including a label with parent identification data and
multiple labels including unique item identification data may be
printed at a first location and shipped as a build kit to the
retail location for application to product as it is loaded into the
product display unit. Where the final configuration for the loaded
product display unit is pre-established (i.e., specific product
types and number of each to be loaded into the product display
unit), it may not be necessary to use any computer system or
scanning for the actual build, as the product map may be
pre-established as well, and the kit provided with instructions for
which labels are to be applied to which products for given product
holding locations. While there is some reliance on build personnel
competency in such an implementation, satisfactory results could be
achieved. The build kit could also be shipped to a secondary build
location (e.g., another product display unit manufacturer location)
and the fully loaded product display unit shipped to the retail
location. The build kits could also include pre-printed labels to
be applied to the shipping package for each product display unit.
In this arrangement, one party may act as the master for creation
and storage of product display unit data maps, while multiple
different parties actually build the product display units.
[0029] Referring now to FIG. 4, a computerized system 70 for
tracking product sales from mapped product display units is shown.
The system 70 includes, for example, a server 72 and associated
databases 74, 76. The databases store product display unit data
maps in accordance with those described above. This information may
be provided to computer system 70 via a direct communications link
78 with the computer systems 42, 64 used to create the data maps,
or via an Internet based link. The unique item identification data
related information needed for retailers to process item sales, can
also be provided, by any one of the computer systems 42, 64, 70
directly to retailer computer systems 80 and/or to one or more
third party computer systems 82 that are accessed by retailers.
Retailer point-of-sale systems may provide sales data regarding
items from product display units directly to the computer system 70
and/or to the third party system 82. The sales data is then
maintained by computer system 70 for subsequent access by product
manufacturers 86 that make use of the mapped product display units.
In this regard, each manufacturer may be assigned unique login
information, and the server 72 presents a login page for
manufacturers. Once logged in, the manufacturer's access to data is
limited to product display units for its own products.
[0030] The retailers may also communicate data to the computer
system 70 regarding date of receipt of the product display unit in
the back room, date of placement of the product display unit on the
retail floor and date of removal of the product display unit from
the retail floor, all of which may be indicated by scanning
operations that take place at each step.
[0031] Certain types of sales data may actually be initially
collected by the manufacturer and then communicated by the
manufacturer to the computer system 70 (e.g., in the case of
prepaid and gift cards).
[0032] When items of product from a mapped product display unit are
sold at retail, the point-of-sale system identifies the product by
its unique item identification data (e.g., by scanning the unique
item identification data bar code or RFID tag) and a record of the
date, time and location of the sale is subsequently communicated to
the computer system 70. The computer system 70 includes product map
update code that identifies the product data map associated with
the unique item identification data and updates the product data
map to reflect the sale, thus indicating that the sold item is no
longer loaded onto the product display unit. In this manner, an
accurate and up-to-date product map for each product display unit
can be maintained.
[0033] The computer system 70 also includes product sales tracking
code that enables users (e.g., product manufacturers 86 interested
in sales data for their products) to readily evaluate sales
activity and trends from any number of different perspectives. For
example, the product sales tracking code may have the capability to
generate sales data in any one of the following formats: total
sales from a given product display unit, either within a set time
frame or cumulative; total sales from product display units at a
given retail location; sales from individual product display units
that are all located at a same retail location; sales based upon
product type; comparative sales of different product types from a
common type of product display unit; total sales from a specific
retail chain or retail store type; total sales for a common type of
product display unit; sales by product location for a common type
of product display unit; and comparative sales by store department
placement for a common type of product display unit.
[0034] By way of example, FIG. 5 shows a simple table format that
may be provided to a manufacturer providing basic sales data for
product display units holding product associated with that
manufacturer, where retail store #, display # (i.e., the parent
identification data), item # (i.e. the unique item identification
data), display position, date of sale and items remaining in the
product display unit are show.
[0035] FIG. 6 shows an exemplary graphical data display 100 that
may be provided, where curve 102 represents a historical sales
curve for product over time from a standard shelf display within a
store, curve 104 represents an actual sales curve from one product
display unit within the store and curve 106 represents an actual
sales curve from another product display unit within the store. By
comparing the curves, an analysis can be made of whether a product
display unit was properly placed and utilized by the store. For
example, curve 104 may indicate proper use and placement of its
product display unit based upon the spike in product sales that
does not fit the curve 102, while curve 106 may indicate improper
use or placement of its product display unit based upon the fact
that sales of product occurred before the product display unit was
placed on the floor and by the fact that the curve matches closely
to the expected, historical curve for product that is not on a
promotional product display unit.
[0036] FIG. 7 shows another exemplary graphical data display 110
that may be provided, where curves 112, 114 and 116 represent
actual sales data curves for different product types located on the
same product display unit (e.g., either for a single product
display unit or collectively for multiple product display units of
the same type that were loaded in a like manner). Ana analysis of
this data may show, for example, that too many of the product type
associated with curve 116 were loaded on the display unit(s) and
too few of the product type associated with curve 114 were loaded
on the display unit, enabling a product manufacturer to better
target the display unit configuration for future
implementations.
[0037] The computer system 70 may be more automated as well. For
example, where each product map is identified with a specific
product manufacturer, upon the occurrence of a specified event
relating to sales of product associated with a given product map,
the product sales tracking code may be configured to send an
electronic message to the specific product manufacturer identified
with the product map. Where the specified event identifies that one
or more products loaded into the product display unit associated
with the given product map have been exhausted, the specific
product manufacturer is alerted to a need to reload the product
display. Where the specified event identifies that product sales
for products loaded into the product display unit associated with
the given product map reflect that the product display unit likely
has not been properly located, the specific product manufacturer
may be notified of the potential problem so that an on-site
inspection can me made. Other types of events and messages could be
implemented.
[0038] The product sales tracking code may be configured to
evaluate product mix for a given type of product display unit based
upon actual product sales data from the given type of product
display unit, including automatically identifying at least one of
(i) a product type that is overstocked on the given type of product
display unit or (ii) a product type that is overstocked on the
given type of product display unit. The product sales tracking code
may be configured to provide comparative sales data for (i) sales
of a given product type from product display units and (ii) sales
of the given product type from standard store shelf display.
[0039] The additional data made available through the inventive
mapping and sales tracking may facilitate alternative arrangements
between manufacturers and retailers. For example, a method for
selling product on a promotional basis at a retail store
involves:(a) placing a product display unit at the retail store,
the product display unit having multiple product holding locations,
the product display unit having assigned parent identification
data, each product holding location having multiple items of
product loaded therein, multiple items of product in each product
holding location having respective unique item identification data
thereon, where each unique item identification data is linked in a
database to each of data identifying product type, data identifying
the product holding location and the parent identification data to
create a data map of the product display unit; and (b) tracking
product sales from the product display unit based upon scanning of
the unique item identification data during product sale.
[0040] Tracked product sales data for the product display unit may
be compared to specific sales performance data; and based upon the
comparison, a promotional payment amount to be made to the retail
store may be established. The promotional payment amount may be an
actual monetary transfer amount from the manufacturer to the
retailer or may be a discount amount to be applied to purchase made
by the retailer from the manufacturer. By way of example, the
specific sales performance data may be historical sales performance
data for products loaded into product display units that are of the
same type as the product display unit.
[0041] In another example, the specific sales performance data may
be multiple sales target levels, each sales target level having an
associated set promotional payment amount. A sales target level
achieved for the product display unit is identified, and the
promotional payment amount is established to be the set promotional
payment amount associated with the achieved sales target level.
[0042] A location of the retail store of the product display unit
is typically identified. Upon occurrence of a specified event
relating to product sales for the location, a price change may be
implemented for products of the product display unit through use of
each unique item identification data associated with the product
display unit. In one example, the specified event may be the
occurrence or nonoccurrence of a weather event (e.g., a storm), and
the price change is implemented by transmitting updated price
information to the retail store. However, other types of events
could be established for use in identifying and implementing coupon
or loyalty program incentive opportunities at retailers.
[0043] Another example of an advantageous feature/method that can
be implemented, either fully automated by computer or partially
automated, is the determination of the best location within a store
for a given product display type. By marking the outer label of
each display unit according to what department it is to be located,
and including that information in the data map, manufacturers would
be able to compare sales from exactly the same display type, placed
in two different locations within a store.
[0044] Product mix for a product display unit can also be analyzed
as suggested above. The items as are mapped as they are loaded onto
the display, and a designation is included in the data map that
makes a distinction of one product versus another. The sale of one
product versus another on the same display can be compared.
Manufacturers will quickly be able to identify if they are selling
out of an item on the display unit or if they are overstocked of
another. In other words, if 10 packs of AA batteries are placed on
the display unit and 20 packs of D cells are placed on the same
display unit, and the product sales tracking code the display sold
2 packs of D cells and 5 packs of AA in the first week, a
manufacturer conclude not enough AA and too many D cells for the
promotional display unit were provided. A manufacturer can decide
to either re-stock the existing display unit, given its known
location, or can make decisions for future displays that are a
better product mix.
[0045] The ability to test display sales of multiple types of
products that are also sold from existing shelf locations within
the same store is also provided. In the past, the shelf sales of
the items have a standard bar code for each SKU and typically a
display unit uses the same bar code and SKU. In such cases there
was no way of telling one from the other; so you can not tell how
the display did versus shelf product. Using the above product
mapping technology and unique item identification data,
manufacturers can use existing stock of product for promotional
displays, send it to the display unit manufacturer, where the
display unit manufacturer re-labels over the standard product bar
code. Subsequent sales of products can then be distinguished as
between standard shelf sales and promotion product display unit
sales, enabling comparative sales analysis.
[0046] In terms of unique identification data and bar codes that
are applied to items, two types of bar code applications may, by
way of example be used. First, all bar code information--the SKU
and the unique identifying information can be written into a new
bar code. This allows the retailer to make one scan of one bar code
and receive the necessary info to make the sale and record the
product origin. The second method uses two bar codes, one for the
standard SKU information, and a second for reading the origin
information or any type of activation needs--such as couponing or
special offers.
[0047] It is to be clearly understood that the above description is
intended by way of illustration and example only, is not intended
to be taken by way of limitation, and that other changes and
modifications are possible.
[0048] For example, while it is contemplated and desired that each
mapped product display unit be shipped to a predefined, known
location that is incorporated into the data map, it is recognized
that mapped product display units could be produced in bulk and
shipped to various retail locations with a predefined relationship
of which unit is shipped to which retail location. In such an
embodiment, the install location of each mapped product display
unit could be determined by a subsequent scanning operation at the
retail location (e.g., a back room scan of the parent
identification data on the shipping package or a P.O.S. scan of the
unique identification data for the first product sold from the
installed product display unit) and the scanned information could
be communicated back to the computer system 70, which would then
incorporate the retail location information into the data map for
the received parent identification data or for the data map
associated with the received unique identification data.
[0049] Moreover, while the primary discussion above refers to the
use of bar codes to apply parent identification data to product
display units and unique item identification data to packages
loaded into product display units, it is recognized that other
technologies could be used, such as RFID tags, magnetic swipe bars,
smart chips or others.
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